Clients' and agencies' failure to listen to each other is the key cause of relationship breakdowns - claims new research by consultancy AAR. Although a majority – 88% of clients and 95% of agencies – believe that relationship breakdowns can be avoided, only 8% of clients and 10% of agencies believe that relationships are managed very well, the AAR said. Some 15% of agencies were not given any warning that their account may be under review by clients.
When asked to recall their own experience of relationship failure, clients tended to focus on “declining agency output” and agencies on “people and their relationships”, said the AAR, which is headed up by chief executive Kerry Glazer (pictured).
Clients most often cited poor agency response levels and a change of agency personnel as the main causes of the breakdown in relationships. Over half of agencies (54%) cited difficult clients and 39% noted a change of client personnel as the key reasons.
Clients' and agencies' failure to listen to each other is the key cause of relationship breakdowns - claims new research by consultancy AAR. Although a majority – 88% of clients and 95% of agencies – believe that relationship breakdowns can be avoided, only 8% of clients and 10% of agencies believe that relationships are managed very well, the AAR said. Some 15% of agencies were not given any warning that their account may be under review by clients.
